Workshop Curriculum – Day 2

  • Strategic Framework
    • OGSTM: Objective, Goals, Strategies
    • Building Brand Equity: Positioning Statement – Tool
  • Integrated Communication Process
    • IC Process – 2 Stages, 8 Steps
    • Integrated Communication Brief – Tool
    • Creative “Big Idea” Development Process – Tool
    • 360 Activation Plan: Evaluating Agency Submissions
    • 5 Step Creative Evaluation Process – Tool
      • Gut Reaction, Big Idea, Drama, On Strategy, Strong Impact
  • Media Planning
    • Media Terminology & Planning Process
    • Constructing the Media Plan
    • Digital Media: Targeting
  • Public Relations
    • Managing & Controlling the Message
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